[雙語翻譯]廣告學(xué)外文翻譯--廣告與植入式廣告消費(fèi)者如何評估每一項(xiàng)的價(jià)值（節(jié)選）

1、2450 英文單詞， 英文單詞，1.4 萬英文字符，中文 萬英文字符，中文 4300 字文獻(xiàn)出處： 文獻(xiàn)出處：Gangadharbatla H, Daugherty T. Advertising versus product placements: how consumers assess the value of each[J]. Journal of Current Issues Gupta and Lord 1998; Karr

2、h 1998; Morton and Friedman 2002; Russell 2002; Russell, Stern, and Stern 2006; Yang and Roskos-Ewoldsen 2007). While investigating the effectiveness of product placements using cognitive and affective measures is vital,

3、 understanding what consumers think about product placements is also very important. After all, it is the consumers that are ultimately being exposed to these nontraditional promotional strategies. Surprisingly, there ex

4、ists a big gap in the literature in terms of our understanding of how consumers perceive this promotional strategy in comparison to advertising.Assessing the value of promotional strategies from a consumer perspective is

5、 not a new research direction. Ducoffe (1995, 1996) proposed a model for how consumers assess the value of advertising, which researchers have relied on when estimating the value of new and interactive formats of adverti

6、sing (Dholakia and Rego 1998; Joines, Scherer, and Scheufele 2003). However, there are no studies that assess the value of product placements from consumers’ perspective using Ducoffe’s (1995) model. The purpose of this

7、paper is twofold: one, to reexamine and replicate media centric exposures aimed at consumers (Gupta et al. 2000). Further, DeLorme and Reid’s (1999) research on product placement effectiveness suggests that placement is

8、influenced by a multitude of variables including individual differences, audience perceptions, and even the awareness of brand’s traditional advertising (DeLorme and Reid 1999).While the body of work surrounding product

9、placement continues to expand, a significant amount of this research remains centered on outcomes associated with short-term corporate performance (McCarty 2004). This focus is natural, of course; however, some researche

10、rs contend that opportunities for the extension of previous work from related areas and for more cross comparison in advertising, as well as with other forms of marketing communication, exist (Balasubramanian, Karrh, and

11、 Patwardhan 2006). Perhaps then the first step in understanding product placement effectiveness is not in measuring execution outcomes but rather should be on understanding the value consumers place on this strategy.Valu

12、e ModelThe notion of “value” in the area of marketing is based on the belief that something of worth can be exchanged between parties (Houston and Gassenheimer 1987). Within the area of promotion, communication messages

13、are perceived as valuable exchanges involving a company and consumer designed to satisfy needs of both parties (Ducoffe 1996). Considering the majority of communication messages received by consumers occur via advertisin

14、g, communication theorists have long cited advertising as a valuable supplier of information based on the belief that people consume media to satisfy needs and gratifications for information, entertainment and parasocial

15、 interaction (Palmgreen and Rayburn 1979; Rubin 1981;Conway and Rubin 1991; Ferguson and Perse 2000). Therefore, the value of advertising is “a subjective evaluation of the relative worth or utility of advertising to con

16、sumers” (Ducoffe 1995, 1).Ducoffe (1995) first posited that measuring the value consumers place on advertising is beneficial to gauge spending on short-term promotion strategies, to better understand as well as satisfy c

17、onsumer needs, to monitor ethical concerns associated with advertising, and to further develop our understanding of why and how consumers form attitudes toward advertising.Certainly the same benefits could also apply for

18、 understanding how consumers value product placement. Through a series of studies, Ducoffe (1995, 1996) developed a model based on three antecedents of perceived value: informativeness, entertainment, and irritation.Info

19、rmativenessThe first and foremost value of advertising appears to be its informative aspect, as advertising is often designed to provide relevant product information in a timely manner. In fact, many believe this remains

20、 the primary purpose of advertising (Bloom and Krips 1982). Ducoffe (1995, 1996) observed a strong positive relationship between the overall value of advertising and how informative consumers perceive an advertising mess

21、age to be. This means that the more informative a consumer feels advertising is, the greater is the perceived value advertising will hold in that consumer’s mind.Until recently, the role of product placement was not thou

22、ght to serve a strong informativeness function (Karrh, McKee, and Pardun 2003). Rather, product placement simply allowed a product to be viewed within a context that would reflect favorably upon the brand and rarely allo

23、w for the opportunity to explain a brand proposition or product features. However, as a result of the aforementioned media changes and widespread acceptance of this tactic, media programming (e.g., reality television) ha